Now landing in ... Redwood Coast Regional?; group looks to rename Arcata/Eureka Airport

Buckle your seat belts and fasten your tray tables: An effort to change the name of the Arcata/Eureka Airport is set for liftoff.

Proponents say a rebranding of the airport will attract more tourism dollars at little expense.

Redwood Region Economic Development Commission Executive Director Don Ehnebuske was scheduled to pitch the idea to the McKinleyville Community Services District on Wednesday, as part of a new effort to heighten marketing of the airport as a tourist destination.

The proposed name -- "Redwood Coast Regional Airport" -- coincides with an ongoing effort to brand Humboldt County as a prime outdoors destination.

Arcata, Eureka, and even Humboldt County are unknown to most people around the U.S. and abroad, Ehnebuske said. Putting the primary tourist destination right in the name of the airport makes more sense than "calling it the name of a couple cities that folks just don't know," he said.

Changing an airport's name to draw tourists is not uncommon, and Tony Smithers, executive director of the Humboldt County Convention & Visitors Bureau, cited a successful name-switch in Wyoming from Cody Airport to Yellowstone Regional Airport.

"The number of people flying into it increased hugely," he said.

The bureau has been marketing "California's Redwood Coast" for more than 10 years. The term embodies the image of Humboldt County that the bureau is trying to sell, Smithers said, adding that while affixing a brand to a region can be a slow process, it's helping the area. For that reason, the bureau supports renaming the airport.

"Absolutely," Smithers said. "All for it."

Airport program manager Emily Jacobs said, procedurally, a name change would be relatively simple. The Federal Aviation Administration doesn't regulate the name of an airport, just the airport code -- ACV in Arcata/Eureka Airport's case. Naming the airport is up to its owner and operator, Humboldt County.

Ehnebuske said signs, promotional materials and schedule listings would have to change.

"It shouldn't be a very expensive operation," he said.

Jacobs said a name change makes sense. People from out of the area can struggle with the fact that the Arcata/Eureka Airport is in McKinleyville, and be further thrown Murray Airport between Eureka and Arcata.

"Something I hear a lot is pilots from out of the area calling this 'Arcadia airport,'" Jacobs said, which can confuse pilots entering airport codes.

American travelers can plan trips without realizing there is a regional airport that would land them in the heart of redwood country.

"It would be very different with a language barrier," Jacobs said. "Our redwoods are actually a huge draw for international travelers."

Still, a recent surge in Asian travelers to the North Coast sees most fly into San Francisco and drive north, according to Jacobs.

The ultimate naming decision rests with the Humboldt County Board of Supervisors.

"We are going to support whatever the county asks us to do," Jacobs said.

Before pressing the county, Ehnebuske aims to gather community support.

"The idea was I wanted to make sure this was a generally popular idea before I took it to the board of supervisors," he said.

Fifth District Supervisor Ryan Sundberg had only heard rumblings about a name change, but said while growing up in McKinleyville the Arcata/Eureka label always bothered him.

"They don't have to call it the McKinleyville Airport," he said. "But something in the name that reflects what they are trying to sell would be good."

While the airport's namesake towns haven't had a chance to officially discuss the proposed name change, Arcata Mayor Shane Brinton said he personally supports the idea.

"As wonderful as Arcata is, I don't think the name Arcata is attracting people to that airport," Brinton said. "I really think it's a savvy idea."

He agreed the name change might spur tourism.

"That's a benefit that would come to Arcata as well," he said.

While the idea's still taxiing on the runway, Ehnebuske said that he's expecting wide support.